Proper Good

Proper Good is a food company specializing in ultra-convenient, nutritious prepared meals. Founded in 2020, the company offers a range of fully cooked, ready-to-eat products including oatmeals, soups, chilis, and curries. These meals require no refrigeration and can be heated and consumed in just 90 seconds. Proper Good caters to various dietary preferences, providing options for keto, plant-based, gluten-free, dairy-free, and low-sodium consumers. The company emphasizes the use of simple, clean, and functional ingredients in its products. Proper Good's business model includes both direct-to-consumer sales through its website and retail distribution. In its first two years of operation, the company sold over 500,000 meals through direct-to-consumer channels, experiencing a 400% annual growth in this segment. As of November 2022, Proper Good expanded its retail presence by launching in over 2,000 Walmart Supercenter stores across the US.

Key customers and partnerships

Proper Good's products are available through various retail channels. As of November 2022, the company's meals were being sold on Thrive Market and Marley Spoon, in addition to its significant presence in Walmart Supercenter stores. The company also maintains a strong direct-to-consumer presence through its website, where customers can purchase individual items, create custom six-pack bundles, or opt for subscription-based deliveries.